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Contents Objective Details Page Number 1 An investigation of the current marketing mix of Cadbury's 2 - 6 2 Secondary and primary research methods 7 - 18 3 SWOT and PEST analysis 20 - 24 4 Methods of analysing the marketing opportunities 26 - 30 5 Creating a new marketing strategy based on research 32 - 34 Bibliography Books and other sources used Appendix Validity Checks An investigation of the current marketing mix and strategies of Cadbury's Introduction I am going to investigate the current marketing mix and the strategies used by Cadbury's. The marketing mix is the '4Ps' (Product, Price, Place and Promotion). I will get the information required from various sources. Mainly I will use textbooks, the Internet and through some primary research (visiting supermarkets and shops). I got some pricing information from the local Sainsbury's supermarket. I looked on the Cadbury's website for additional information on Cadbury's. Product Product Type Cadbury's offers a wide range of products for many different people. Cadbury's has chocolate aimed at children, 16-25year old, 25+, males and females. The products offered by...

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